NATION BRANDING

BRIEF INSIGHTProf. Mijanur Rahman

Vice-Chancellor

Jagannath University

Nation branding is a concept first coined by Simon Anholt in 1996

WHY NATION BRANDING• Countries, like corporations, have brands;

reputations that shape the decisions of foreign consumers and investors

• These brands can be positive (“German engineering”) or negative ….(?)

• Countries seeking to boost their exports, encourage foreign investment, or attract tourists and talent need to develop strong Nation Brands

?

The idea of nation branding is an extended form of ‘place branding’. Nation branding focuses on the nation as a whole — its people, culture and heritage, products and exports, investment, climate, tourism and so on.

Countries, like corporations, have brands; reputations that shape the decisions of foreign consumers and investors

These brands can be positive (“German engineering”) or negative ….(?)

Countries seeking to boost their exports, encourage foreign investment, or attract tourists and talent need to develop strong Nation Brands

WHO ‘BRANDS’ A NATION

EXTERNAL CONSUMERS

GOVERNMNET

TOURISTS

MASS MEDIA

BUSINESSESCITIZENS

The Nation Branding Front Line

You are a PART

of this too….

Most of the countries worldwide is “campaigning”

BRAND BANGLADESH !

TOURSIM. INVESTMENT. PEOPLE. EXPORT. CULTURE

WORKING FOR THE PARENT BRANDPOPULATION154.7 million

GDP6.01 percent in 2013

SECTORSAgriculture: 17.2%

Industry: 28.9% Services: 53.9%

What ‘Brand Finance’ says ?

Bangladesh is in the “Top Movers’ under the category of “People & Skills”-Brand Finance 2013

Nation Branding Strategy

CultureHistory,

Famous peopleImportant events,

Etc.

Nature

Location,Climate,

Etce.

Unique ProduceFood,

Natural source,Minerals,

etc.

Talent

Sakib Al HasanDr. Md. Yunus

Fazley Abed Khan etc

Instruments of NATION BRANDING …

TO

MAGNETIZE

COUNTRY

TO

MECHANIZE Their

WAY of LIVING…

█ To make the country well-known as creator of excellent products, services and cultural values█ Emphasize the competitiveness of products and services in Bangladeshi and foreign markets as well█ Use of Opinion Leaders to make a BUZZ Marketing █ Support a country image, which stimulates tourism█ Promoting Local Famous Goods/Products█ Country Food Branding█ City Branding█ Local Commercial Brands Branding█ Country Branding Campaign

Magic Moves ►

TOURISM Branding

• Lonely Planet ranked Bangladesh as the best value destination for the year 2011.

• Bangladesh offers ample opportunities to tourists for angling, water skiing, river cruising, hiking, rowing, yachting, sea bathing as well as bringing one in close touch with pristine nature.

How it helps !!

Brings new investors which will open new doors of

trade

Attract presence of

global commu

nity

Promote

tourism

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Every brand is a promise to be demonstrated

«let visitors experience this promise!»

A soft factors world!

WOULD YOU LET THIS MAN

BRAND THE NATION?

Domestic Companies

InternationalCompanies

BusinessInvestors Visitors

Tourists

BusinessVisitors

PotentialResidents

PresentResidents

Residents

starts with visiting..

Branding a Geographic LocationRegion/Country

Asia United States

Japan Europe

Australia’s

Attributes

Big nature, outdoors, city life

Fun, diversity, active,

adventure, live it

Surprise, undiscovered, culture, lifestyle

Activity, relaxation, intriguing, enriching, diverse, powerful, memories

Campaign “Let the magic begin”

“Holiday” “Country of surprises”

“The sooner you go the longer the memories…”

Message Excitement, shopping, nightlife

Take a break from work

and discover people and islands

Fast-paced, sophisticate

d, cosmopolitan, modern

Emotional, appealing, unique,

travel now

Instruments of NATION BRANDING …TO

MAGNETIZE

COUNTRY

Nation Food

Branding is

becoming more importa

nt

Magic Moves ►

Instruments of NATION BRANDING …TO

MAGNETIZE

COUNTRY

Promoting Local

Famous Goods

Magic Moves ►

andNational

WORKcommercial brands

TOGETHER…

National and commercial brands work together

Background

Commercial brands help define the nation brand and visa versa

In BANGLADESH we have…

PROMOTE These… !

EXPORT Branding

• FORBES says Bangladesh is among the countries most supportive of the free market, and certainly the most free-market, trade-oriented country surveyed in South Asia.

People Branding

• FORBES says we ranked11th happiest country in The World's Happiest Countries Index, 2012 having made material improvements in education and health care in recent years.

World’s no. 1 All rounderSakib-al-Hasan

FIND more ‘People’ to Brand Bangladesh

or BUILD !

«The brand of a country has a direct impact on the wealth of the nation and its ability to compete and grow in

the global economy.»

It’s Your BANGLADES

HBRAND It …